Director, Business Services Segment Marketing Leader
: Job Details :

Overview

This is a hybrid role, with the expectation that time working will regularly take place inside and outside of a company office. This role will be located in Raleigh, NC or Boston, MA.

This position is responsible for developing and implementing marketing strategies to target businesses in need of banking relationships. The successful candidate will lead a team that analyzes market trends, segment behavior, and competitor activities to identify opportunities and create targeted marketing strategies to support business segment growth, product penetration and utilization. The ideal candidate will foster a collaborative culture between marketing associates, business leaders, and other stakeholders to deliver strategic marketing solutions that align to business priorities.

This position will integrate enterprise and business unit specific strategies into a segment-based marketing strategy managing the design, development, and implementation of marketing strategies and tactics to achieve business results for the General Bank's Business banking segment. The position will serve as the single point of contact to the Business Services leadership team, providing thought leadership on marketing efforts that can support the achievement of shared business goals and regularly share progress against plan. The ideal candidate should have working knowledge of issues business owners and decision makers face and how First Citizens meets those needs through Business Services products and solutions (i.e. treasury, merchant, insurance, etc.). In addition to overseeing the development of the end-to-end strategic marketing plan for the business segment, the successful candidate is also accountable for developing strategies to acquire new clients and deepen client relationships, working collaboratively with colleagues within content strategy, sales enablement and training and, Product Marketing and the Wealth / Consumer segment to develop messaging, positioning, and marketing collateral that resonate with the target segments. The team also works collaboratively to monitor and measure the effectiveness of marketing initiatives and adjust strategies as needed to drive customer engagement and revenue growth.

Responsibilities

• Managerial Functions - Leads a team. Establishes and monitors expectations to achieve company and department goals. Makes appropriate changes to team policies, procedures, and efficiencies in order to meet objectives. Manages the performance, training, and evaluation of assigned staff.
• Marketing Strategy - Integrate enterprise and BU-specific strategies into a segment-based marketing strategy defines clear objectives, identifies target client segments, market and product positioning and marketing programs supporting awareness/engagement/demand generation, deepening, and retention strategies across a wide range of content and channels to help achieve business objectives.
• Relationship Management - Serve as the single point of contact to Business Services, advising leadership on how marketing efforts can support the achievement of shared business goals. Regularly share performance on progress against those objectives with the business on an ongoing basis, ensuring Marketing is integrated into Quarterly Business Reviews.

Qualifications

Bachelor's Degree and 10 years of experience in Marketing roles and managing a team of marketing or advertising professionals OR High School Diploma or GED and 14 years of experience in Marketing roles and managing a team of marketing or advertising professionals.

Preferred Area of Experience: Financial Services. Skill(s): Understanding of the consumer decision process, Knowledge of consumer marketing trends and practices, Compliance knowledge of financial services marketing, Marketing experience in a corporate work environment as well as the financial services and wealth industries, Knowledge of all marketing disciplines, including digital and social media.